How to write job adverts that stand out from the crowd
On average, people spend just 14 seconds reading job adverts before deciding whether to apply for a role. That means that crafting a standout advert could be the difference between finding your perfect hire and getting lost in a sea of opportunities. Here’s our step-by-step guide to creating job postings that stand out from the crowd.
1. Start with the job title
You’ll need a clear and concise title to get your ad in front of the right people. But you should also add a ‘hook’ to make it more compelling.
A question is a great way to do this: ‘Ready to create campaigns that inspire? Join us as a digital marketing manager.’ This describes the role but also appeals to prospective candidates’ aspirations.
Make sure your job title isn’t too obscure either – think about what your target audience are likely to search for. Even though you might be looking for a ‘Customer Happiness Champion’, it could be more sensible to say ‘Customer Service Manager’ in the job advert.
2. Add an enticing introduction
This is your chance to introduce your company and show potential candidates why they should want to work for you.
‘Start by saying what’s in it for the potential employee,’ says Denva Goodman, Senior Recruitment Consultant here at Pure. ‘Think about what’s going to make them buy in to your organisation.’
Here’s an example: ‘At [company], we push boundaries to make an impact. As our new project manager, you’ll bring our ideas to life. If you’re creative, collaborative and looking to make a difference, we’d love you to meet you.’
Don’t forget to show some personality and let your enthusiasm shine through.
3. Lay out the key responsibilities
Your advert should give potential employees a clear understanding of what they’ll be doing each day.
It’s a good idea to break this section into bullet points to aid readability. Stick to one subject per point and keep them concise.
You want to be clear about your expectations without overwhelming candidates with too much detail. This will help people quickly assess whether their skills and experience will fit the role. For example:
‘You’ll:
- develop and execute marketing strategies
- manage a team of three marketing specialists
- analyse campaigns’ performance and present your insights to stakeholders
- oversee the creation of content for digital platforms.’
4. List the skills and qualifications
Don’t include every responsibility – just stick to the main ones. It’s a good idea to use bullet points to keep things clear and help any skim-readers.
Make sure you separate essential skills and qualifications from the nice-to-haves. You should also think carefully about whether your essential requirements really are essential. Look at each one and decide whether it’s needed from day one or if someone could learn it on the job.
‘You can teach people how a system works or other aspects of a role,’ says Jamie Durham, one of our Senior Recruitment Consultants. ‘But you can’t teach them to fit in with your culture or values, or to have the right personality for the role.’
Stripping your list of essentials down in this way can open up your applicant pool and attract people who’ll grow into the role.
Here’s an example.
‘Essential skills
- Proven experience of project management.
- Strong organisational and problem-solving skills.
- Excellent communication and interpersonal skills.
- The ability to inspire and motivate cross-functional teams.
Desirable skills
- Previous work in the tech industry.
- Experience of using project management tools and software.’
5. Add the salary, benefits and perks
It’s hard to expect someone to apply for a job without knowing how much they’ll be getting paid.
‘Research shows that almost 80 per cent of job seekers are less likely to apply for a job that doesn’t list a salary,’ says Jamie. ‘And almost half say that the absence of a salary on a job advert negatively impacts their perception of the hiring company.’
When it comes to the perks, clarity is key too. So be specific about what you’re offering to show your company’s committed to investing in your people. Don’t forget to mention whether the job is based on site, remote or hybrid too.
‘If someone goes to the trouble of applying for a job only to find the salary, benefits or working set-up don’t suit them, they might feel frustrated or disheartened,’ says Nadia Westhorp, one of our Senior Consultants. ‘It’s always good to include this in the job advert.’
Here’s an example.
- Salary: £45,000–£50,000 per year, which we review annually.
- Flexible working: Hybrid set-up with three days in the office (central London) and two remote.
- Annual leave: 28 days plus bank holidays, and an extra day off on your birthday.
- Pension: 8% employer contribution to a workplace pension scheme.
- Health and wellbeing: Private medical insurance, plus a 24/7 employee assistance programme.
- Travel help: We have a season ticket loan and cycle-to-work scheme available.
- Family-friendly policies: We offer enhanced maternity, paternity and adoption leave.
- Team perks: Monthly team lunches, quarterly social outings and a fully stocked kitchen with snacks and drinks.
- Giving back: Two paid volunteer days each year to support a cause you care about.
6. Showcase your company culture
More than ever, job seekers are looking for employers that share their values. To make the best impression, highlight your values, work environment and team dynamics, and show what sets you apart from other employers. Add some personality to connect with people who align with your company’s ethos.
7. Improve readability
It’s a good idea to make your advert easy to scan. This will attract more people and keep them reading.
- Use short paragraphs and bullet points.
- Avoid technical jargon unless it's necessary for the role.
- Add subheadings to break up sections.
- Use personal pronouns (like ‘you’ and ‘we’) to help people imagine themselves at your company.
8. Include keywords for visibility
You want your advert to be easy to find online. So you’ll need to include keywords.
To decide which ones, think like your perfect candidate. Which words would they search for when looking for a job like yours? Focus on the job title, common industry phrases and location-based keywords.
Be careful not to overdo your keywords though – they should feel natural and relevant, not forced.
Here are a couple of examples (the keywords are highlighted):
- ‘We’re looking for an experienced digital marketing specialist to lead our SEO and content strategy efforts, driving growth for our e-commerce platform.’
- ‘Join our team as an HR business partner in our Cambridge office. You’ll help managers with talent acquisition, employee relations and leadership development.’
9. Be inclusive
It’s easy to unintentionally discourage candidates with the language you use in job ads. Certain words or phrases could make some people feel a role isn’t for them. For example, describing your ideal candidate as ‘young and energetic’ might not appeal to everyone equally, while asking for a ‘native English speaker’ could exclude capable multilingual applicants.
Instead, focus on the skills, experience and qualities that are essential for the role. Try to keep your language inclusive and balanced too by using gender-neutral terms. There are lots of online tools you can use to make sure your tone will appeal to a broad audience.
10. End with a clear call to action
Tell people how to apply, encourage them to take the next step and let them know you’re looking forward to hearing from them.
Can we help?
Standout job adverts aren’t just about filling a position – they’re also about attracting people who’ll thrive at your organisation.
If you’d like some help creating adverts that will inspire potential candidates, reflect your company’s personality and set you apart from the competition, get in touch with your local Pure office.
